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What does this mean?

I received an email from Amazon about 2 phones I bought in the last 2 years, "Unlocked" but with AMZ ads :
"We wanted to provide you with an important update about your Prime Exclusive Phone.
Starting February 6, we will begin rolling out an Amazon Offers app update to disable lockscreen offers and ads on Prime Exclusive Phones. This will allow you to more easily use your phone's mobile unlock technology, as well as personalize your lockscreen with a photo or wallpaper.
When the Amazon Offers app update is available for your Prime Exclusive Phone, you can find it in the “My apps & games” section of the Google Play Store. Downloading this update will disable lockscreen offers and ads on your device. If you have enabled auto-updates in the Google Play Store, your phone will automatically update after you connect it to Wi-Fi.
Prime Exclusive Phones will still be available at a discount for Prime members and will be available unlocked, giving you the freedom and flexibility to choose the wireless carrier and service that best fit your needs. Prime Exclusive Phones will continue to provide access to pre-installed Amazon apps, including the Amazon Widget app."

"In December, Google added a new rule to the Google Play Developer Policy saying, "Unless the exclusive purpose of the app is that of a lock screen, apps may not introduce ads or features that monetize the locked display of a device." The goal of the rule as it is written seems to be not to outright ban all lock-screen ads but to stop apps from misleadingly displaying lock-screen ads without the user's consent. As a user, it would be very hard to identify which app was displaying lock-screen apps, since any game or app would technically be able to take over the lock screen."